The idea behind Tates was to create a stylish fashion brand with a strong focus on sustainable and high quality products. In other words, the combination of sustainability with stylish street fashion.
24-year-old Katy @kates.diary lives in Cologne with her most loyal companion, dog Timba. With her job as a flight attendant, she has turned her passion for travel into her profession. Besides travelling, another great passion is fashion. She had her dream of owning her own fashion brand since she was a little child and now she has fulfilled it.
Thanks to an integrated waiting list in the shop, we can precisely estimate customer demand and order our products on the basis of this, so that there are no large quantities left over. Another special feature of the online shop is the presentation of the product pages, which only contain product images with no background, so that it looks as if the product image is built into the website.
With the Tates brand, we not only worked on the idea through to the finished shop, but we also supported Katy with the marketing. For this purpose, we created a dedicated Instagram channel @tateswear. This channel is continuously fed with content by our team, which includes monthly story and feed planning as well as community management via the channel. We also take care of newsletter marketing in the form of emails and WhatsApp and regularly place social ads. Furthermore, we work closely with our press department, so that we have already been able to position Tates in several press articles. In addition to these measures, we also support offline sales, for example at the pop-up store “Pop Up Cologne”, which opened from 28.11. to 04.01.2021. This was created through a merger with several bloggers and their own brands. Further stationary sales opportunities are also planned for the future. In addition, we have also achieved a very good Google ranking through SEO.
The special feature of Tates is the very high quality and sustainably produced products, which are produced on demand. The high quality is also reflected in the return rate. Tates has a return rate of less than 5%, compared to 30-50% for most other fashion retailers. In addition, when creating the content, specifically when selecting the models, we made sure to use different types of people, from experienced photo models to inexperienced plus-size models.